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SPARK: The Viral Campaign #2

On the heels of the tragic shooting in Dallas where five police officers were gunned down, the Dallas Cowboys started a campaign called "Arm-in-Arm" where the entire team walked out on the field before a preseason game side-by-side and arm-in-arm, in honor of the fallen officers to show support for their city's police force. As a result they wanted to place a decal on their helmets to honor the fallen officers. The NFL denied their request and as a result this video came out. On my Facebook page it showed over 6.5 million views and was just posted this week. This goes right along with the "this video will make you angry" assignment that we had this week as well. Here is why I think there is SPARK to this video and desired campaign.

Sharing

This video sparks emotion, particularly that of disgust or anger, in those that are viewing the content. While the campaign has the same affect but also adds in the sadness and desire to support the fallen officers. For all of these reasons you see the video being shared, and will likely see more igroups walking arm-in-arm.

Participate

There are two components to participation, the campaign as well as the video itself. The campaign would be something similar to protest stances that many have taken over the years and video taped for sharing purposes. The video participation comes in comments and sharing to other's timelines or on their own for public view.

Authentic

The authenticity of this starts as a campaign for, not just the city of Dallas to get behind, but also those that trust and support the protection of law enforcement. The authenticity of this video comes from the genuine disgruntled feelings as a reaction to the denial of a heartwarming attempt at a positive movement.

Reach

The reach is as wide as the internet is. Over 6.5 million views in one week on Facebook and thousands more on YouTube.

Kick

The kick here is the emotion that sparks individuals to get behind the campaign, or share the video. The entire country knew about the tragic shooting and death of those officers, and those that felt sorry for the situation and wanted to see unity around their honor would feel inclined to participate in the campaign. Likewise, those tat felt that way originally and saw this video are likely to be kicked into action to share their thoughts on this video.

#NECViral

SPARK: The Viral Campaign #1

22KILL started the push up to raise awareness of the 22 veterans that take their own lives every day as a result of PTSD. Here is the link to find the full background to the challenge. The above video shows three celebrities taking and passing on the challenge for the sake of awareness. Below is why my breakdown of this challenge and video SPARK.

Sharing

This became quickly sharable through the video upload and transmission.

Participate

Participation was relatively simple and quick. It takes the average person less than a couple of minutes to state whom they are, perform the challenge and to pass the challenge on to another.

Authentic

As you hear the sincerity of the individuals that perform the challenge and thank veterans for their service, you can see and hear the authenticity of this challenge.

Reach

The reach of this challenge has gone far and above what was assumed. The goal is to get a record of 22 million push ups to raise awareness. When individuals such as The Rock and Kevin Hart are taking the challenge, you know that the reach is wide.

Kick

The kick here would be the raising awareness for PTSD and out veterans that have risked all for our great country. This is what gets people inspired to participate, to help raise awareness and ultimately funds for this cause.

#NECViral

“Study:"If media...no longer share...names/faces of killers, we could see dramatic drop in mass shootings in 1-2 yrs" https://t.co/eIYggH9ean”

1. Does the journalist use Twitter for reporting, personal use, or both?

Megyn uses this feed as an opportunity to expose some of her personal life as well as for general reporting purposes. I believe that she see's this as not only as a way for individuals to keep up with stories, but to get a sense of who the real Megyn Kelly actually is.

2. Based on his/her number of followers, do you think the journalist has a strong following?

With over 1.9 million followers I would say that she has a pretty strong following.

3. Does the journalist's Twitter feed indicate any type of bias in his or her reporting?

There is definitely a conservative political bias, but what I appreciate is that she uses evidence to back her arguments from other seemingly educated sources.

4. Do you think the journalist's use of social media enhances his or her reporting? Give an example of a tweet that helped shape a news story he/she was reporting or covering.

I do believe that social media has helped to enhance her reporting. In the linked example you can see that the referenced article/tweet was liked over 1,300 times and retweeted over 630 times. That doesn't even include the second post that she made of it that was retweeted and liked again more than 1,000 times.

#NECNewsAudit

Remember the Ice Bucket Challenge craze this summer? Meet the mom who started it all. When Nancy Frates's son Pete hurt his wrist in a baseball game, he got an unexpected diagnosis: it wasn’t a broken bone, it was ALS, and there is no cure. In this inspiring talk, Nancy tells the story of what happened next.

Rationalizing Participation in this Groundswell:

1: Keeping up with friendships - as you would prowl your social media networks in 2014, you would no doubt scroll across many of your friends' pages that would show them taking this challenge. Seeing your friends dump ice over their heads would no doubt peak interest around the "why?!" factor.

2: Making new friends - in this challenge, individuals joined together from near and far to pool funding towards finding a cure. This passionate outpouring of crazy challenges, and nominations, developed friendships for the cause.

3: Succumbing to social pressure from existing friends - as the saying goes, "peer pressure is a..." well you know the rest. This is no different, when you see your friends and loved ones challenging you to take the icy shower for a good cause, with or without a little persuasion, you're likely to fall to the pressure.

4: Paying it forward - just like the "Fast Company" article that we read stated, high emotions evoke a sharing desire. Here people feel and desire to pay forward the experience of the challenge in hopes of gaining traction in the fight for ALS.

5: Altruistic impulse - after 75 years since the onset of this disease with no cure, the Frate family had a burning desire to gain awareness and funding to fight for a cure. Those that weren't driven by some other emotion probable even fell into this arena feeling that they didn't want to dump ice water on themselves, but the just should for the greater cause.

6: The prurient impulse -as more and more people challenge each other and the groundswell takes place, the entertainment value increases as well. When celebrities accept the challenge and nominate others, the value multiplies exponentially.

7: The creative impulse - "what new and creative way can I find to dump a bunch of ice and water over my head?" People went stark mad over finding new heights and ways to accomplish this goal, some leading to outstanding "FAIL" videos and others thrilling adventures.

8: The validation impulse - people like to be acknowledged within their communities. As such there were a fair number of individuals that felt that they needed to be seen taking the challenge.

9: The affinity impulse - this was probably the most real reason, or at least I would like to think so, for individuals taking and nominating others for this challenge. People found a spontaneous sympathy for the situation at hand and took immediate action.

#NECIce

Brand Advocate

I have chosen a forum that I spend time on myself and have come to recognize them as a forum for brand advocacy. MazdaRacers is a group dedicated to all that Mazda has to offer for racing enthusiasts like myself. The forum allows for individuals to chime in with pictures and posts to talk about all that is Mazda Racing. People have the ability to talk about problems and find solutions as well as see and hear about the newest Mazda race equipment. They also have the ability to sell their used ad custom equipment. While it may not be an individual that takes claim to the site, there is a group of enthusiasts that moderate the site and are not linked directly to Mazda.

Here is the link: http://mazdaracers.com/

#NECBrand

#necbrand

While the first report of CTE came from the death of Mike Webster, I believe that the first start of the groundswell came with the report by the NIOSH about the increased risk and evidence of ALS in retired NFL players. As the data continued to grow and show the risks of concussions during games, the groundswell took full effect as evidenced by the congressional hearing involving chairman, Roger Goodell, in 2009. This was, what I believe to be, the global onset to the NFL concussion and league resistance.

In 2009, we were at the height of the social media explosion. People were able to be involved in global actions in the heat of the moment. As such, the hearing of Roger Goodell and the concussion episodes were accessible to anyone, anywhere, at any time. This gave the people a voice, and easy access to sharing their thoughts, of approval or disapproval. Through this time, individuals were able to connect and create partnerships to side against, or for, the commissioner and the NFL. Thus proving that the groundswell passed the tech test.

While the NFL has kept Roger Goodell as it's chairman throughout this process, I would still say that he himself has suffered from a digital death spiral. He has become the source of much of the negative press around the NFL. While there may be stories that arise from single events surrounding individuals within the league and the teams, Goodell seems to be at the center of the majority of negative press with the NFL.

#NECDigitalDeath

“NFL Report Says Concussions On The Rise https://t.co/B6rWUVCaFf via @GoDeepish #NECDigitalDeath”

Concussions in NFL still rising...

#NECDigitalDeath

“The NFL's Concussion Problem Still Has Not Gone Away https://t.co/EYQazxuyQV via @frontlinepbs”

NFL Concussions not a problem?

#NECDigitalDeath

“Cartoon: Concussion - https://t.co/UndhrNjxET #NECDigitalDeath”

NFL Concussions...

#NECDigitalDeath

#NECThis

1) #This is baseball, is a campaign built to drive enthusiasm around and about an American pastime. The campaign is attempting to reach out to the socially driven individuals that care about the experiences they have and that love to share their thoughts. The goal is to energize the people and drive attendance to live games by allowing people to see, feel, understand and embrace the tactics and motives of the MLB payers, managers and business as a whole. The strategy is to create a system that allows customers to view videos, pictures and articles that emphasizes the passion that drives everything behind the scenes of the MLB. In order to accomplish this goal, the MLB will need to create multiple social media platforms, such as, Facebook, Twitter, Tumblr, Vine, Instagram and so on. These profiles should seek out existing and potential MLB fans in an effort to share creative posts that point out that the best day of the MLB are not yet behind us.

2)"This" is a word that sets up for a definition of what is to follow. When you watch a video, read an article or look at a picture, you can see what the message is delivering. You say "this" is what it says to me. As such, by saying "This is baseball" and condensing it to "#This" you get a sense of what is authentically defining what and who the MLB is.

3)The #this campaign certainly opened up eyes to the experiences driven at ballparks and created a groundswell by driving individual that wanted to share in those experiences.

Digital Native...I think

I originally started typing this assignment labeling myself as a digital immigrant, but 7 words in I was called by my father to walk him through setting up his business Facebook and Twitter pages. It was at that moment that I realized I am more native to the system than I think. I am certainly no pro, but I can navigate my way through the systems and stay current on the events. I was in high school during the startup of MySpace and grew into Facebook through my first attempt at college. I have lived by an iPhone for over 10 years and grown with the apps and systems of efficiency in my personal and professional life. As I look at my elders in business that still use paper calendars and handwritten business plans I realize that I am light years farther into the digital era than those seemingly archaic techniques. Not saying that it is bad, but I am confident that even if my iPhone or iPad went down, I could still access my data with the cloud technology that we have today. #NECNative

#NECNative #necsocialmedia

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